DONEX GYM CLOTHING Spontany Team

SPONTANY

Nguyen Yen Nhi

Vu Thanh Ha

Tran Bach Duong

Problem Stateme

nt

???

Opportunities

Lack of brand awareness and brand identity among the youth.

Requires a dynamic marketing campaign for the new gym clothing line that is relevant and appealing to young people.

o Emerging gym & fitness trends among the youth (Donex 2015)

o Increasing popularity of using digital and social media as sources of information (Openview n.d)

DONEX

Demographicso Young adults (18-25 y.o)o Low – average income, or still

receive stipends from familyo Living & working in urban areas

Psychographicso Easily influenced by peers and celebrities o Self-expressive, open-minded, energetic,

love to try and experience new thingso Active social media userso Trendfollowers

TARGET MARKET

KEY MESSAGEDonex encourages the youth to express

their own personality and style.

STRATEGY⊙Utilize the power of digital

marketing to spread the message and approach potential customers

GOAL⊙Raise awareness about the new gym

clothing lines

Phase 1:Kick-off

campaign

Feature articles

about the video

Viral video featuring

celebrities

Celebrity endorsement on social

media

Rebuilded website

Feature banners on

popular websites

Phase 2:Contest

“Bùng nổ cá tính cùng DONEX”An online contest for the young to mix a set of workout clothes from different pieces of clothing.

How to join?1. Go on Donex website, pick ONE top & ONE bottom from the gym clothing lines. 2. Mix those with your favorite accessories to create a gym fashion set. (Accessories can be chosen from other brands with brand logos

removed to avoid copyright issues).

3. Upload your work on Donex website, and share the link on personal Facebook account to gain votes (1 like = 1 vote, 1 share = 2 votes)

Prizes: o 1 winner for “Most favorite gym set“ based on Facebook voteso 5 runner-ups selected by the campaign ambassadors.

Phase 2:Contest

“Bùng nổ cá tính cùng DONEX”

Why this contest? For target audience:

o Provide a space for the young to express their personal style

o Offer inviting incentives and interaction with celebrities

For DONEX:o Reach massive audience through social

media o Increase target market’s engagement

and subscriptiono Emphasize the key selling point: Donex’s

gym clothes can be easily mixed

Estimated

budget

40

200

40400

5020

Budget Allocation (VND million)

Advertising (Facebook ad, web banner)CelebritiesFeature articlesContest Designers Website

TOTAL: 750mil VND

Media objectiv

esTo have at least 2000 participant

s for the contest by the end of

this campaign

To have at least

500,000 people

view the gym

collection on the

website by the end of

this campaign

To achieve at least 100,000 views for the viral video in the first month

Timeline